Priceindx is now part of PriceShape

PriceShape acquires Swedish competitor

Aarhus, 16 September 2025 -  Although PriceShape was only founded in 2018, co-founders and co-CEOs Frederik Christiansen and Kasper Rittig Strand succeeded last year in selling half of the company to the UK private equity fund Copilot Capital. Since then, the business has grown from 50 to 120 employees. To build on that momentum, PriceShape has now acquired its Stockholm-based competitor Priceindx.

Priceindx is the market leader in Sweden, with more than 20 employees and a strong position in price monitoring and competitor intelligence. Its technology has become an essential tool for online retailers looking to strengthen competitiveness and profitability. With the acquisition, PriceShape immediately becomes a leading force in the Swedish market, which, like Denmark, is expanding rapidly. The growth is driven by consumers’ constant search for the best online prices. The investment from Copilot Capital is being used to accelerate PriceShape’s growth both organically and through acquisitions, with the clear ambition of becoming the clear market leader in Europe. The purchase of Priceindx marks PriceShape’s first acquisition since Copilot Capital joined as a shareholder.

“We are impressed by the business Priceindx has built in Sweden since 2006, and by their success in attracting some of the country’s biggest brands. We are almost as large as they are in Sweden, but in this case, the combination creates more than the sum of its parts, and we’re looking forward to drawing on their expertise and experience. I believe together we can build something even greater, and we are excited to continue working closely with both existing and new customers in Sweden,” says co-CEO Frederik Christiansen, who, together with co-founder Kasper Rittig Strand, still owns just under half of the company they established in 2018.

Pricing has become more important than ever, but also increasingly complex. Consumers have never had such transparency, with the ability to see at a glance where any product can be bought at the best price. This places high demands on online retailers to keep pace.

“It is no longer only about campaigns and discounts, but about running an automated pricing system that responds quickly to market shifts, helping customers remain competitive.. It is impossible to manage this manually at the required speed. That is why we identified a significant gap in the market for gathering and structuring data, setting direction, and building automation based on that data, ensuring our customers always achieve the most effective pricing,” adds Kasper Rittig Strand, co-founder and co-CEO of PriceShape.

“PriceShape was already growing rapidly, but with the acquisition of Priceindx, we are accelerating our growth even further. This is not about growth for its own sake, but about seizing a clear opportunity to strengthen PriceShape’s market position and its ability to support even more brands in Sweden,” says John Messer, Managing Partner at Copilot Capital.

Since Copilot Capital’s investment, PriceShape has focused even more on developing the software behind its platform while also investing heavily in attracting the right talent. This forms part of its plan to become Europe’s market leader. The company is actively exploring further acquisition opportunities in several countries to strengthen its position. PriceShape is currently active in 28 markets outside Denmark.

For further information, please contact:

Frederik Christiansen, Co-founder & CEO, PriceShape,
+45 40 87 54 03 / fc@priceshape.dk

Press contact and photos: Jacob Lange, Lange PR,
+45 20 76 30 20 / jacob@langepr.dk